Consumer products, R - marketing effectiveness

We take the example from a presentation I made at www.dantoomeysoftware.com/Using_R_for_Marketing_Research.pptx looking at the effectiveness of different ad campaigns for grape fruit juice.

The code is as follows:

#library(s20x)
library(car)

#read the dataset from an existing .csv file
df <- read.csv("C:/Users/Dan/grapeJuice.csv",header=T)

#list the name of each variable (data column) and the first six rows of the dataset
head(df)

# basic statistics of the variables
summary(df)

#set the 1 by 2 layout plot window
par(mfrow = c(1,2))

# boxplot to check if there are outliers
boxplot(df$sales,horizontal = TRUE, xlab="sales")

# histogram to explore the data distribution shape
hist(df$sales,main="",xlab="sales",prob=T)
lines(density(df$sales),lty="dashed",lwd=2.5,col="red")

#divide the dataset into two sub dataset by ad_type
sales_ad_nature = subset(df,ad_type==0)
sales_ad_family = subset(df,ad_type==1)

#calculate the mean of sales with different ad_type
mean(sales_ad_nature$sales)
mean(sales_ad_family$sales)

#set the 1 by 2 layout plot window
par(mfrow = c(1,2))

# histogram to explore the data distribution shapes
hist(sales_ad_nature$sales,main="",xlab="sales with nature production theme ad",prob=T)
lines(density(sales_ad_nature$sales),lty="dashed",lwd=2.5,col="red")

hist(sales_ad_family$sales,main="",xlab="sales with family health caring theme ad",prob=T)
lines(density(sales_ad_family$sales),lty="dashed",lwd=2.5,col="red")  

With output (several sections):

(raw data from file, first 10 rows):

 

Statistics on the data are as follows:

         sales           price           ad_type     price_apple   
     Min.   :131.0   Min.   : 8.200   Min.   :0.0   Min.   :7.300  
     1st Qu.:182.5   1st Qu.: 9.585   1st Qu.:0.0   1st Qu.:7.438  
     Median :204.5   Median : 9.855   Median :0.5   Median :7.580  
     Mean   :216.7   Mean   : 9.738   Mean   :0.5   Mean   :7.659  
     3rd Qu.:244.2   3rd Qu.:10.268   3rd Qu.:1.0   3rd Qu.:7.805  
     Max.   :335.0   Max.   :10.490   Max.   :1.0   Max.   :8.290  
     price_cookies   
     Min.   : 8.790  
     1st Qu.: 9.190  
     Median : 9.515  
     Mean   : 9.622  
     3rd Qu.:10.140  
     Max.   :10.580  

The data shows the effectiveness of each campaign. Family sales are more effective:

• 186.666666666667//mean of nature sales
• 246.666666666667//mean of family sales

The difference is more pronounced on the histogram displays: